The Old G's Award Win Rewriting the Spirits Industry Narrative
The Old G Shines at the Global Spirit Awards
The Old G, a premium Black-owned London Dry gin, has made headlines after winning the prestigious title of Best Gin in Show at the 2025 Global Spirit Awards. This remarkable achievement is a testament not only to the founders' hard work but also to the significance of representation in the spirits industry.
Celebrating a Milestone in Distillation
Peter Ibrahim, co-founder and veteran in the spirits industry, expressed his excitement, stating, "This isn't hype. This is what happens when craft, cultural credibility, and commercial focus come together. We've been telling people from the start — The Old G is different. This award is proof." This achievement comes as The Old G continues to expand its reach, recently launching a new 200ml pocket bottle designed for convenience and accessibility, thereby pushing beyond traditional boundaries.
Breaking Industry Barriers
Even though Black Americans make up a significant portion of alcohol sales in the U.S., the industry remains overwhelmingly lacking in diversity. Reports indicate that fewer than 2% of industry executives are Black, and only about 175 spirits brands are Black-owned nationwide. For The Old G to receive recognition as a standout brand is a rare and important moment for both the company and the community it represents.
The Cultural Impact of The Old G
The Old G emphasizes not only quality but also a deep-rooted cultural connection. With its visually striking design and flavorful profile, it embodies a new generation of spirits. As an ultra-smooth option, it is meant to be enjoyed in versatile ways — neat, on the rocks, or even mixed with a favorite beverage — appealing to a wide audience.
Craftsmanship and Authenticity
Distilled nine times and made from organically sourced botanicals, The Old G employs a unique aeration process that helps achieve its signature smoothness without the use of sugar, carbs, or artificial ingredients. This dedication to high-quality production distinguishes it from many traditional products in the gin market.
Founders and Their Vision
Founded by Peter Ibrahim and cultural icon Hebru Brantley, The Old G combines the expertise of spirits craftsmanship with rich storytelling. Brantley states, "We built The Old G to honor the OGs—the storytellers and mentors who shaped us. This product isn't just about gin; it's about legacy and community representation in premium spirits culture." The bottle itself is a testament to this vision, merging artistic flair with cultural significance.
The Launch of the Pocket Old G
To capitalize on the brand's growth, the introduction of the 200ml Pocket Old G offers consumers a new way to enjoy their favorite spirit. This innovative format is designed for those who lead busy lifestyles while retaining the premium quality that fans of The Old G have come to expect. Ibrahim noted, "We don't look like traditional spirits or gin people — and that's exactly the point." This modern approach invites a broader audience to engage with the brand's narrative.
Community Engagement and Future Plans
Since its debut in 2024, The Old G has exceeded expectations by selling over 2,000 cases, a remarkable achievement for any new spirits brand, especially a minority-owned one. As the holiday season approaches, the brand is set to escalate its presence with community-focused events and expanded distribution.
About The Old G
The Old G is a modern premium London Dry gin brand that combines tradition with innovation. By honoring cultural legacies and producing a top-quality product, The Old G aims to transform perceptions of what a premium spirit can convey. Guided by the visions of its founders, it continues to make waves in the industry, positioning itself as not just a drink but a narrative that resonates deeply within communities.
Frequently Asked Questions
What is The Old G?
The Old G is a premium London Dry gin brand founded by Peter Ibrahim and Hebru Brantley, known for its quality and cultural significance.
Why did The Old G win Best Gin in Show?
The Old G received this accolade for its unique flavor profile, quality craftsmanship, and cultural representation in the spirits industry.
What makes The Old G different from other gins?
This gin is crafted using organic botanicals, distilled nine times, and aerated for a smooth finish without artificial flavors or colors.
What is the new 200ml Pocket Old G?
The 200ml Pocket Old G is a portable version of the gin, designed for convenience, retail visibility, and broader accessibility to consumers.
How can one learn more about The Old G?
For more information about The Old G's products and brand story, one can visit their official website.
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